Many people use Twitter whilst watching TV to complement their viewing experience (Chart 1). This is shown by the sheer volume of TV conversation on the platform: 43m TV-related tweets in the UK in 2018, which works out as over 80 tweets every minute!
We wanted to investigate whether this combination of media consumption provides an opportunity for advertisers. Specifically, does co-ordinating advertising campaigns across both Twitter and TV drive increased impacts?
To answer this, we designed an innovative 3 stage project using multiple methodologies (including qualitative and quantitative approaches, ad replacement technology, and econometric analysis), plus the expertise of a number of research agencies, which we built into a simple holistic planning guide for brands.